Challenge

A hotel company had a stable digital presence and generated strong online traffic, but that wasn’t translating into direct booking conversions. 

The company relied on a standard mix of online search, demand generation, and traditional campaigns run through Google Ads, but the strategy wasn’t driving the results the brand needed in an increasingly competitive travel market. 

The company wanted to generate better returns on its investments and grow its ad-generated revenue. 

Our solution

TTEC dug into the company’s existing strategy and discovered its campaigns were too broad; they weren’t fully leveraging Google’s travel-specific automation and targeting. We shifted the strategy to focus on Performance Max for Travel Goals (PMTG) so they’d be part of a more hotel-central ecosystem and have greater impact. 

We made the ads’ targeting more precise by implementing hotel-specific signals, so the company reached more high-intent travelers. We also refined and optimized the ads’ conversion tracking to make sure the algorithm received high-quality data. 

In addition, we provided expert guidance – including best practices for ad creative – to maximize the company’s visibility across Google. 

Results

Our decision to move the company to PMTG drove immediate and significant results, far outpacing the company’s previous multichannel approach. 

By feeding the system better data and using travel-specific formats, the brand saw a 300% jump in return on ad spend (ROAS) and a 210% increase in its conversion rate. We also lowered the cost per acquisition by 30%. 

Based on our work, PMTG became the cornerstone of the brand’s digital ad strategy. It enabled the company to capture direct bookings with unprecedented efficiency and significantly reduce its reliance on third-party distributors. 

PMTG has now become the cornerstone of their digital strategy, allowing them to capture direct bookings with unprecedented efficiency and significantly lower their reliance on third-party distributors.